LEGACY PLAYERS, START-UP INFRASTRUCTURE, DYNAMIC ECONOMY
Liz Huszarik dives in on respondent results and showcases the need for entrenched companies and legacy players to evolve the industry infrastructure in a contracting economy.
These results confirmed a lot of our initial thinking going into the work. The economic factors we are all facing are present in these results. Spend is either staying the same or decreasing. The big question, of course, is that continued dependency on Nielsen and how that owns such a big part of the budgets and how we untether that so that we can innovate- so that there are funds to innovate. There’s also yet another reminder in this Report that privacy settings and privacy regulations are going to impact marketing and the data that we access. That’s going to entail all kinds of new investment in measurement so we can continue to capture those insights. The campaign planning questions were particularly interesting. Obviously with FAST and now ad
“The infrastructure of the industry is in startup mode but tethered to this legacy anchor of measurement that is holding us back. One would imagine that the future would be some combination.” supported SVOD, there are new and interesting platforms. I love that we captured the premium versus user generated because that is such a key distinction. I mean obviously with the explosion of tick tock in the last 24 months along with the activation of community content generation from various players. The fact that independent measurement and attribution are seen to be so critical is not surprising. Platforms continue to spread and the measurement is not keeping up. These become ‘franken- metrics,’ where like we’re piercing together a reality and then we’re trying to make correlations and build relationships. But we don’t have that full impact because we’re pulling together such disparate sources. The infrastructure of the industry is in startup mode but tethered to this legacy anchor of measurement that is holding us back. One would imagine that the future would be some combination. But now in today’s
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